 I think when it comes to challenges, there are a whole bunch of them. One is, one being that of course you have to, there are a lot of players out there. How do you differentiate yourself? How do you deal with it? And how do you get the attention of your audience? And hence it's important when a brand is trying to think through its distant PR strategy to understand what its audience would consume. So for an example at Harampe, we took a big risk when we went out and started doing real human stories of our matches. Our mergers are small shop owners, you know like your mom and pop shops next door. And we wanted to get their real stories out there. We didn't know how people would consume it, how well they would do. But you know it's one of the award-winning campaigns. It's going to be extremely well, no money behind it. I think it's important for agencies or brands to actually be the teams in tech, generally both of them obviously have to collaborate. To get the real stories out there, to get stories, they may not be perfect but they have to be real. And you have to also use multiple form factors in terms of content. So you know for, it's not like one certain form factor kind of works across channels. So say for an example, YouTube does very well for our set of audience because they consume YouTube. For a certain set of audience where your consumers are more regional, they actually might consume YouTube.